The Extreme Treatment Guys Are Getting to Reach Hair God Status

We're not sure what you picture when you hear the words "Brazilian Blowout" but for the record, there's no wax involved. It's actually an extreme hair treatment that makes your hair incredibly smooth—and more and more guys are getting it done. Daniel Alfonso Men’s Salon in Los Angeles has seen requests for the service spike; they now have more than 30 clients come in for a Brazilian Blowout every month. And sure, it’s L.A., and sure, anyone who goes to a “men’s salon” is probably more likely to indulge in an exotic hair treatment, but we think it’s only a matter of time before average dudes with difficult hair get curious about their options. Alfonso counts Shaun White, G-Eazy, Jonah Hill and Wilmer Valderrama as clients, which is certainly helping give his salon, and the service, a good name.

So, what exactly does this miracle treatment do? “It smoothens and eliminates frizz from hair, making it silkier and more pliable”, Alfonso explained. “Anyone with coarse, wavy, curly, frizzy unmanageable, tortured hair is ideal for this treatment. And you only need at least two inches of length to try it.” The service costs approximately $115 depending on the length of your hair and lasts three months, assuming you follow the after-care instructions (i.e. don’t wash it right away), and use the correct shampoo after that. While it doesn’t make hair stick-straight it will give it the kind of movement and body that you usually only see from using a hair-dryer, but straight out of the shower.

And now, the bad news. As with practically all fancy-sounding, expensive services that make you dramatically more handsome in a matter of hours, there’s a certain risk in getting it done. A Brazilian Blowout relies on heavy-duty chemicals—namely, formaldehyde—to transform the texture of hair. Because of that, both the stylist and client need to wear masks during the service, so as not to inhale the fumes (not scary at all). While most salon owners will tell you the danger stops there, other folks, like The Environmental Working Group, a non-profit dedicated to assessing the risk of chemicals in foods and products, beg to differ. Formaldehyde is toxic, they argue, and should not be inhaled or used on the scalp. Period.

So there’s that. At the very least, when your curly-haired roommate walks in looking like Justin Timblerlake, you’ll know what’s up.